Jan Morris


The Value of Brand Purpose

We live in a world that provides plenty of opportunity for two-way communication. Technology has allowed customers to take on the roles of contributors, communicators and marketers for brands. Organizations now have an audience that can not only listen, but express their own thoughts across multiple platforms—thoughts that could make or break a brand.

Considering this, it’s crucial brands develop an identity that is relatable and appealing to the emotions of their target audience—that’s where brand purpose comes into play. Brand purpose not only encompasses what a brand does, but goes beyond to explain why. It sets brands apart from the competition and illuminates the values and attitudes that act as their driving force. Some examples can include environmental causes, social causes, community investment and inspiring customers. Without a brand purpose, there is visible lack of authenticity and enthusiasm; therefore, a lack of human interest.

Defining a purpose is only the first step. Brands need to incorporate the meaning and value behind their purpose into their daily process and culture. Ideally, brand purpose is embraced universally by a company’s employees, customers and both internal and external actions. It’s not only preached, but put into action throughout all platforms and processes.

Organizations that adopt inspiring, impactful, authentic brand purposes can better reach the emotional appeal of audiences. As consumers gain more and more opportunities to connect and communicate, not only with your brand but with other potential consumers, a strong brand purpose backed up with genuine action can significantly set you apart from the competition. Foster loyalty with your audience in not only supporting what your brand does, but who your brand is.

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